Process
I love my process above all. Not just because it is familiar and directs my mind, but mostly because of what I learn about the product, the business, or the production.
I do this with every project, no matter how big or small it is; there are no shortcuts on the path you have to walk with your client. The only difference is the time it takes. If you skip the process, you could fail to realize the product’s potential.
The process has a few simple loops:
1. Coffee first: define the project (what to do, the expectations, and the scope of it) with your client.
2. Research on both sides (client and yours)—this gives better clarity; sometimes we do workshops to align the direction.
3. Discuss the direction. We don’t like surprises; we want to be on the same page with the client all the time.
4. Prepare the first sketches and stay within the direction frame.
5. Mockups: test if it works.
6. Deciding the solution is one of the most demanding steps. The only thing that helps is the experience we have.
7. Rethink and improve. Your mind should be open; make the loops if necessary.
8. Finalization: make sure you are on top of everything: all the executions and all the production people involved.
The sketches we made on the computer are only halfway done. As you can see, I don’t like to call it design; most of the time, the sketch will change and adapt through the process. I listen to the craftspeople I meet along the way and make changes to improve the solution. The experience I gather with every project comes from craftsmen who know more than me.
Here is what I learned from the process:
A good process will give you satisfaction.
The looped process will give you experience.
The failed process will teach you lessons.
The finished process will give you the best projects.
Don’t miss the next essay. Signup for our newsletter
⸻ Newsletter signup
What are you buying with a designer?
Designer intuition experience forms the core of what clients truly purchase from creative professionals. This intangible superpower develops through years of visual decision-making, combining instinct with ethical standards to guide brands toward their potential.
We always see ourselves a littl e better before we look in the mirror.
Brand self-reflection starts with an uncomfortable truth—we see ourselves differently than others do. Just as we imagine ourselves as rock stars in the shower, businesses often have distorted perceptions of their brand identity. Brand self-reflection requires the courage to look honestly at how your audience truly experiences your company.
What is the one positive impact the brand wants to have
Most brands begin with what they want to say. Better brands begin with what they want to change. So the question is not what visitors see, click, or remember. It’s what shifts—subtly but permanently—after they leave.
The Gap
Midva represents the critical middle layer that's vanishing from design studios across Slovenia and beyond. The gap between junior and senior designers has become a chasm, leaving no space for proper mentorship and craft development. This midva phenomenon threatens the very foundation of how design knowledge transfers between generations.
How to Rebrand Without Losing Your Audience
Rebrand without losing audience trust by focusing on evolution, not revolution. The most successful rebrands preserve what audiences value while strategically improving relevance and modernizing visual elements.
Sometimes we all need a little push
Need a push to get started meaning often gets misunderstood in branding—it's not just about motivation, but strategic preparation. Many entrepreneurs confuse the urge to begin with being truly ready to launch, leading to costly first impression failures that need a push to get started meaning requires understanding.
The B.R.A.I.N. Model
Cognitive design process shapes how we solve complex branding challenges at Visual Brain Gravity. Our B.R.A.I.N. methodology follows natural thought patterns—broadening understanding, refining focus, assembling solutions, and implementing results. This cognitive design process ensures every brand identity emerges from strategic thinking rather than aesthetic impulse.
Why Are We Searching for Clarity?
We needed clarity to survive information overload. But what human messages are we losing in the process of making everything immediate and optimized?